BU352 Chapter Notes - Chapter 9: Preempt, Cadbury, Procter & Gamble
Document Summary
Can be offered through a voluntary marketing exchange. The complete set of all products offered by a firm. Groups of associated items (ie. those that consumers use together or thing of as part of a group of similar products). Oral care, personal care, household care, fabric care, etc. ) An assortment of items that the customer sees as reasonable substitutes for one another. (ie. toothpaste, whitening products, floss, oral first aid) The name, term, design, symbol, or any other features that identify one seller"s good/service over others. The # of product lines a firm offers. The # of categories w/n a product line. (ie. W/n colgate-palmolive"s oral care line, there are several categories: toothpaste, toothbrushes, kids" products, etc. ) Individual items w/n each product category. (ie. colgate-palmolive offers 49. Colgate skus w/n its toothpaste category that rep. various sizes, flavours and configurations of colgate herbal white, colgate total, & colgate fresh.
